In April of 2016, Target Corporation announced that it would spend $20 million to install “gender neutral” dressing rooms and bathrooms in its entire 300 department stores nationwide. This move pandered to the politically correct diktats of those who are promoting the next step in the sexual revolution: transgenderism. However, it did not appeal to the customer base that generates profits for Target.
In early 2016, Target spokeswoman Katie Boylan said, “At the end of the day, Target is all about inclusion. We want everyone to feel comfortable in our stores.”1 Boylan had certainly not considered the majority of ladies and girls who do not feel comfortable using dressing rooms and bathrooms with men who pretend to be women.
Many organizations such as the American Society for the Defense of Tradition, Family and Property (TFP) and the American Family Association (AFA) have launched petitions to alert the public of Target’s immoral policy and boycott the store. Well over a million Americans have signed these initiatives. Since these actions began until today, Target’s stock has steadily fallen from $84 to $54 per share. That’s a 35% drop in stock value.
Target denies any connection between the boycott and the downturn. Target CEO Brain Cornell has continuously avoided dealing with the elephant in the room. He recently stated that “our fourth quarter results reflect the impact of rapidly-changing consumer behavior, which drove very strong digital growth but unexpected softness in our stores.”2
Target points to declining markets for department stores like Macy’s as its alibi for the downturn. However, Target never was in the same league as Macy’s, but was always measured by its rival Walmart. Yet, while Target reels financially, Walmart is reporting higher than expected sales in stores and online. It seems that Walmart customers are not subject to the same “rapidly-changing consumer behavior.”
Below are some recent headlines that show that everyone else can see clearly what Target refuses to see at all.
• Transgender Backlash? Target Stock Takes Biggest Plunge EVER
• Poll: Vast Majority Of Americans Believe Bathrooms Should Be Linked To Biological Sex
• Target Retailer Hits $15 Billion Loss Since Pro-Transgender Announcement
• Target Stock Is Even Worse Than Q4 Earnings Suggest
• Target Abruptly Shuts Expansion Projects amid Boycott
Forcing a minority’s sexual identity crisis upon a large customer base is bad for business. Target is now reaping the bitter fruit of political correctness. Aiming to be “gender free,” they are now becoming profit free. By its failure to address the concerns of so many of its customers, Target clearly missed the target.